Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2005 BRONZE

Got the Power

Pampers recognized an opportunity to help moms trust that there is a true training pant benefit for kids who have already started potty training and are "active trainers." In August, 2004, at the start of the Back-to-School season, Pampers began running advertising to drive awareness and trial of the newly launched Feel N Learn Advanced Trainers. The result: significant signs of success in the first month of launch, and a round of applause from moms for finally being given a real solution to help their kids "get it" so they'll finish potty training.

Brand: Pampers
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2004 GOLD

Stain Defender

In the stagnant khaki pants market where it is the dominant brand, Dockers needed to inject some excitement and get a deeper connection with the target. The combination of a breakthrough product innovation and advertising that restaged the brand's connection with its consumer helped Dockers grow their business, maintain uniqueness and justify a premium in a category that had virtually taken on commodity status. Harvard Business School's Strategy & Innovation newsletter featured Stain Defender and Dockers' successful approach to innovation in "Can Khakis Really Be Disruptive".

Brand: Dockers
Client: Levi Strauss & Co.
Agency: FCB San Francisco
Language: English

2004 SILVER

Coincidences

In a crowded category surrounded by big, high-profile players like Levi and Gap, Lee Dungarees had turned a modest marketing investment (less than 6% share-of-invoice annually) into significant momentum with young men. But the unexpected events of 9/11 stalled the brand's growth. In a category where momentum is critical and consumer's allegiances can, quite literally, change overnight, Lee Dungarees faced a critical juncture: Could we get our momentum back or were we destined for the death spiral?

Brand: Lee Dungarees
Client: Lee Jeans
Agency: Fallon Worldwide
Language: English

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence